Step aside, Google. From 2015-2018, Amazon became the #1 place where consumers start a search query according to a data report from Jumpshot. Daren Baker, Jumpshot CEO, noted the significant change, saying “Amazon’s dominance has really set it apart as the default place for product search, encroaching on Google’s territory.”
When shopping for a new product, Business Insider found that 66% of consumers start their search on Amazon. Amazon is no longer just a place to buy products after a Google search, it is the place to start the search and purchase the product, removing the extra step of going through an external search engine. Amazon is the pinnacle of the online shopping experience, delivering fast, high-quality service on everything from batteries to beds.
Amazon vs. Google
Why is Amazon winning? Simply put-it’s convenient and reliable. Customers know that they can find nearly every product imaginable on the marketplace. With their shipping and payment information already saved, they know that packages will be at their doorstep in 48 hours or less with free Prime shipping.
There are still a number of retailers who use Google to capitalize on the 34% of consumers that use Google as their starting point. Google offers a paid program where they list retailers’ products in Google Search, Google Express and Google Assistant. The benefit to consumers? They can link in their brand loyalty programs for a seamless shopping experience. While retailers have to pay to participate in the program, it’s mutually beneficial to both parties as they try to combat Amazon’s massive lead in the e-comm race.
What it means for marketers
Since so many turn to Amazon for search, marketers should focus on three main components to making sure content is being seen:
- Optimize your content correctly so that it is indexing at the top of the search results on Google and Amazon.
- Differentiate your Amazon SEO strategy from your Google SEO strategy to implement strategic keywords for each platform.
- Use the DSP to target your key audience demographic. Optimize your ad strategy across all platforms to ensure that your product(s) are being seen at the right place, at the right time, and by the right people.
Significance on e-comm
A 2019 Amazon Consumer Behavior Report from Feedvisor found that 89% of consumers are more likely to buy products from Amazon than other e-commerce site, reinforcing Jumpshot’s findings. Consumers are using Amazon to search and shop, streamlining the online shopping experience.
At Macarta, we specialize in making sure that your search strategy stands out on Amazon. Want to make sure you’re on the right track? That’s what we’re here for: